TAG Heuer has contributed to the development of the Swiss watchmaking industry for 150 years; thanks to a unique central hand its most recent watchmaking feat, the Mikrograph, is the first mechanical timekeeper to clearly display hundredths of a second. CLM BBDO’s (Boulogne Billancourt, France) “Mechanism” campaign powerfully and beautifully shows the invaluable watchmaking quality and expertise of the brand. Through animal speed and accuracy metaphors it conveys the know-how of TAG Heuer and presents it as a watchmaking brand that can “seize the moment” more quickly and precisely than any other.

copy: The Mikrograph. Precise to 1/100th of a second.